- Create and State Your USP to Increase Revenue
- Great Networking Events to Attend
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Create and State Your USP to Increase Revenue
By Victoria Munro
After all,
your competitors claim to do what you do, and with an increasing array of products
and services to choose from, your customers are on advertising overload.
(unique selling proposition) is the solution. A
USP is a distinct and engaging statement that sets you and your business or practice
apart from all the rest by describing the unique value you offer, and that generates
excitement in your potential new customers. It tells your prospects, "This is why
you should do business with us." It builds your brand and helps would-be clients
think of your company when they realize a need for your product or services. There
may be very little difference between your service or product and your competitors',
but and connect it to a felt need of your target customer – your USP.
Before you begin to craft your USP,
,
what their specific problems, needs
and wants are, how they make decisions, where they hang out and what they spend
money on. The more clearly you can describe your ideal client and the narrower your
target niche is, the more effective your marketing will be.
your company or practice from the competition.
Position yourself as an expert in a specific area. You may offer many really outstanding
services, or sell a wide variety of excellent products, but to get your message
across in a clear and memorable way, you must focus on only one thing!
You're going to craft a strong, appealing and memorable
statement that causes you to stand out in the crowd, which paints a clear picture
of what you want people to think and visualize when they hear about your company.
Your USP must make your service or products extra special and more valuable than
those of your competitors.
A USP is all about the customer or the client. It is not about you. It
presents your solution to their need in a way that clearly answers all of their
questions and makes them jump at the chance to buy from you.
Gather everyone together
who is involved in your business. As a group, brainstorm and make a list of every
value that your company offers and why someone would want to do business with you.
Make it a really long list! Then, put a line through everything that is also true
about your competitors. What remains is unique about your company. Use this as a
starting place to create your USP.
, take pen and paper and write a one or two paragraph
description of what sets you, your company or your practice apart. Then, ruthlessly
edit away the generalities, until you're left with a clean, succinct, specific promise.
From there, rework it, deleting all the excess verbiage and vague statements until
you have a clearly defined Unique Selling Proposition that your client can immediately
seize upon.
- What does my business do really well?
- What is my most important benefit to the client?
- How can I substantiate this claim – to what do I attribute this benefit?
- How will my clients understand this benefit, relative to those of the competition?
Allow this information to inspire you as you create your USP.
, discuss this with your best clients, your raving fans. See yourself from their
perspective and find out why they choose to do business with you, rather than someone
else.
Be absolutely sure that you are able to deliver on any promise you make.
If your USP tells clients that you have "A complete range of widgets in stock at
all times," and a customer calls to find that their preferred widget must be ordered
and won't be shipped for a week, your USP has created a negative relationship.
Marketing tools, print
materials, website, voice greeting, ad copy, in the signature line of emails, everywhere.
Make sure that everyone who works with you – sales force, customer-service personnel,
office staff and delivery people – understands and regularly uses your company USP
in all their contacts with clients.
Most business owners don't have a USP – just a "me too" message. Their advertising
sounds the same as everyone else's.
Victoria Munro is co-founder (along with husband Dave Block) of
Make-it-Fly® LLC,
a company dedicated to creating success for small-business owners
through creatively designed programs and tools. Victoria has started and run nine
different businesses. To receive FREE business success articles with tips to help
you with your business, sign up for their award-winning ezine, "In-Flight Refueling,"
at:
www.Make-it-Fly.com, and receive a free copy of the eBook,
Get More Done in
Less Time: 101 Quick and Easy Time Tactics & Tips.
in your ezine, print publication or on
your website, as long as it remains complete and unaltered (including the "about
the author" info at the end).
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Great Networking Events to Attend
Meet fellow professionals and make new connections
Networking events are a great way to market your business
by making connections with other business owners and multiplying your contacts.
Here are some great networking events to attend this month:
NewBCI: This exciting speed networking event is one-of-a-kind and
a must attend.
2nd and 4th Thursday morning every month, Check-in 7-7:30 a.m., event starts at
7:30-9:30.
2nd Thursday is held at Hylands Golf Course, 9650 Sheridan Blvd., Westminster.
4th Thursday is held at Radisson Hotel, 3200 S. Parker Rd., Aurora.- To register and for more information,
visit: www.newbci.com
Greater Englewood Chamber of Commerce:
Englewood Women in Business: "Getting what you want out of your business", Cindy Brown
- Tuesday, September 11, 7:30-9 a.m.
- Englewood Recreation Center, 1155 W. Oxford Ave.
Englewood Women in Business: "Marketing for Success", Beth Boen
- Tuesday, October 9, 7:30-9 a.m.
- Englewood Recreation Center, 1155 W. Oxford Ave.
For more information visit: www.englewoodchamber.org
or call 303.789.4473.
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